– Influence of Advertisement on the Choice and Use of Processed Foods, Beverages and Drinks among Secondary School Students in Zaria –
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ABSTRACT
The study was carried out to examine the Influence of Advertisement on the Choice and Use of Processed Foods, Beverages and Drinks among Secondary School Students in Zaria. The general objective of the study was to examine the influence of Advertisement on the Choice and use of Processed Food, Beverages and Drinks among Secondary School Students in Zaria.
The specific objective amongst others was to determine the relationship between the socio-economic characteristics of secondary school students in Zaria and the effect of advertisement on their choice of Processed Food, Beverages and Drinks. Four research questions and four null hypotheses were raised. The population of the study was 32,040, while the sample size was 701. Questionnaire was used to collect the data.
Spear Man Rho was used to analyse the four hypotheses. The findings revealed that the students’ socio- economic characteristics were significantly correlated to the students’ choice of advertised processed foods, beverages and drinks. The null-hypothesis one was rejected. The result further indicated that students’ perception and interpretation of advertisement was significantly correlated, therefore, null-hypothesis two was rejected.
In addition, the result to null-hypothesis three revealed that students’ perception and interpretation of advertisement was significantly correlated to their use of processed foods, beverages and drinks. Therefore, the null-hypothesis three was rejected. Null-hypothesis four revealed that students’ perception and interpretation of advertisement is significantly correlated to their food habit. The null-hypothesis four was also rejected.
TABLE OF CONTENTS
Title Page . i
Declaration . ii
Certification . iii
Acknowledgement . iv
Abstract . . v
Table of Contents vi
List of Tables . . ix
List of Appendices .. x
Abbreviations . . xi
CHAPTER ONE: INTRODUCTION
- Background of the Study . . 1
- Statement of the Problem . . 3
- Objectives of the Study . . . 5
- Research Questions . . 5
- Research Null-Hypotheses . . 6
- Significance of the Study . . 6
- Basic Assumptions . . 7
- Delimitation of the Study . . 7
CHAPTER TWO: REVIEW OF RELATED LITERATURE
- The Concept of Advertisement . . 8
- Brief History of Advertisement in Nigeria . . 14
- Advertisement Agents and Media . . . 16
- Restrictions in Advertisement . . 23
- Influence of Advertisement on Choice of Food 26
- Processed Foods . . 29
- Empirical Studies . . . 47
- Summary of the Review Literature . . . 50
CHAPTER THREE: RESEARCH DESIGN AND METHODOLOGY
- Research Design . . 52
- Population for the Study . . . 52
- Sample Size and Sampling Procedure . . 53
- Instrument for Data Collection . . . . 54
- Validity of Instrument . . . 55
3.4.2 Pilot Study . 55
3.4.3 Reliability of Instrument . . 55
- Procedure for Data Collection . . 56
- Procedure for Data Analysis . . 56
CHAPTER FOUR: PRESENTATION AND DISCUSSION OF RESULTS
- Demographic Characteristics of the Respondents . . . . 57
- Analysis of the Socio-Economic Characteristics of the Students . . 60
- Analysis of the Students’ Perception and Interpretation of Advertisement . 65
- Effect of Advertisement on the Students . . . 68
- Test of Null Hypotheses . . . 73
4.6 Discussion . 76
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary . . 79
5.2 Conclusion . . . 81
- Recommendations . . . 81
- Limitation of the Study . . . 82
5.4 Suggestions for Further Studies . . 82
REFERENCES . . 83
INTRODUCTION
There are a wide range of products to consumers in the market place. The consumer’s choice for any particular product is often based on the number of factors; such as his or her awareness of the products – a situation that is promoted by advertisement.
Producers and sellers in an attempt to attract customers advertise their products. They view the business of selling products as a war to market their products with increased sales and profits as their victory.
Advertisement is the weapon for fighting such a war. According to Baker and Baker (1992), advertisement is the key to tactical weapon. The right advert seen by the right people can change a company’s position in the sales war almost overnight.
That’s why companies continue to spend more and more on advertisement. Yet advertisement is a battle in itself, a battle for recognition and response, and a clash of creative concepts and creative minds.
Dyer (1992) defined advertisement in its simple sense as, drawing attention to something, notifying or informing somebody of something.
The primary function of advertisement is to introduce a wide range of consumer goods to the public and this supports the free market economy. In essence, advertisements are aimed at convincing consumers to purchase the advertised products.
REFERENCES
Ad News (1998) Microsoft Encarta Encyclopedia 1998. Retrieved November 28, 1998. Advertising (2003) The Columbia Electronic Online Encyclopedia 2003. Retrieved June 5, 2003 from www.cc.columbia.edu/cu/cup/
Advertising Junk Food to Children (2010) Microsoft Encarta online 2010. Retrieved October 25, 2010 from http://www.oppapers.com/essays/advertising.junk.food.to.children.
Advertising Practitioners Council of Nigeria (2nd Ed) (1995) CAP7, Laws of the Federal of Nigeria, 1990, with the amendments, Journal of Advertisement Practitioners Council of Nigeria 2(2)8; P70-73.
Afolabi, M. (1994) Introduction to Research Methods for Proposals, Projects and Thesis. Zaria Alpha Publishing Company. PP47, 53.
Alais, C., and Linden, G. (1999) Food Biochemistry. Maryland, Gaithersbury. PP. 141, 147, 204 – 209.
Alcohol Advertisement and Consumption by Youth & Adults (2005) The Columbia Electronic Encyclopedia 2005. Retrieved July 20, 2005.
StudentsandScholarship Team.
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